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The Art of Explanation: Making your Ideas, Products, and Services Easier to Understand, by Lee LeFever
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Your guide to becoming an explanation specialist.You've done the hard work. Your product or service works beautifully - but something is missing. �People just don't see the big idea - and it's keeping you from being successful. Your idea has an explanation problem.The Art of Explanation is for business people, educators and influencers who want to improve their explanation skills and start solving explanation problems.Author Lee LeFever is the founder of Common Craft, a company known around the world for making complex ideas easy to understand through short animated videos. He is your guide to helping audiences fall in love with your ideas, products or services through better explanations in any medium.�You will learn to:
- Plan: Learn explanation basics, what causes them to fail and how to diagnose explanation problems.
- Package: Using simple elements, create an explanation strategy that builds confidence and motivates your audience.�
- Present: Produce remarkable explanations with visuals and media.�
- Sales Rank: #67212 in Books
- Published on: 2012-10-12
- Original language: English
- Number of items: 1
- Dimensions: 7.99" h x .69" w x 7.97" l, .91 pounds
- Binding: Paperback
- 256 pages
From the Back Cover
Become an explanation specialist
You've done the hard work. Your product or service works beautifully—but something is missing. People just don't see the big idea, and it's keeping you from being successful. Your idea has an explanation problem.
The Art of Explanation is for businesspeople, educators, and influencers who want to improve their explanation skills and start solving explanation problems. These tools, tactics, and techniques will help you consistently inspire audiences to fall in love with your ideas, products, or services through better explanations in any medium. You will learn to:
- Plan: Learn explanation basics, what causes them to fail, and how to diagnose explanation problems
- Package: Using simple elements, create an explanation strategy that builds confidence and motivates your audience
- Present: Produce remarkable explanations with visuals and media
The Art of Explanation is your invitation to become an explanation specialist and see why explanation is now a fundamental skill for professionals.
About the Author
LEE LeFEVER is the Chief Explainer, illustrator, and voice of Common Craft, and is widely credited for inspiring the video explanation industry. Since 2007, the company has won numerous awards and has created explanations for the world's most respected brands, including Intel, Google, Dropbox, and Ford. Its online videos have been viewed more than 50 million times. Today, Common Craft's mission is to make the world a more understandable place to live and work by inspiring and equipping professionals to become explanation specialists.
Lee can be found in Seattle, Washington, with his wife and business partner, Sachi, and their dog, Bosco, a fine swimmer.
Most helpful customer reviews
126 of 132 people found the following review helpful.
Mr. LeFever may be good at explaining an idea, but he's not good at instructing how to explain an idea
By Nik E.
Do you remember in high school or college English your teacher/professor would give you a research assignment and with the assignment would be some minimum length of pages it had to be? And then you'd rack your brain on how to reach the minimum, ultimately deciding that you would just stretch what you had to say by repeating yourself and kind of straying off topic with examples and ideas that were only remotely relevant? Well that is what this book reads like.
This man gives endless examples of simple ideas. He also circles around every point for at least 3 pages. He spends one chapter solely on an example that, mind you, isn't imperative to understanding the rest of the book. It's just this a one-off example of a runner who benefited from improving his running technique. Apparently, this was a metaphor for the importance of improving our explanation skills. Why did this require an entire chapter? And he spends a significant portion explaining a simple idea (which is already overkill), and essentially re-explaining a few pages later the same idea. Paraphrasing :"It's import to plan because... Suzy didn't plan and this happened..." 3 or 4 pages later "Planning is a really important part of the process because ... John didn't plan and this happened..."
I have watched his videos about RSS and Twitter, which were very good and influenced me to get this book, but this book is a pain to read. There is so much fluff, that it is hard to tell when to skip and when to pay attention. I figure what he actually had to say probably encompasses 1/3 to 1/2 of this book, which would make it a booklet-- hmmm, that might be what this is all about.
60 of 63 people found the following review helpful.
Need to Explain Something? Read This First
By Todd K
The greatest obstacle that many people face to adopting a new technology or service -- even if it's free -- is a lack of communication. Author LeFever calls this the "Explanation Problem." People don't want to waste time on something they don't fully understand. And the reason people don't adopt many new technologies or services is because of the WAY they are explained.
LeFever's life changed when he created a YouTube video that explained how an RSS feed works. He used a simple white board, with paper cutouts, markers, and shots of his hands. No faces. And he spoke directly into the camera's microphone. That was the beginning of the success of Creative Craft.
There are books out there about creativity and innovation: A book like the The Practice of Creativity can help a company with creative problem solving. And 101 Design Methods promotes systems-oriented innovation. But there's little about introducing and explaining a new product, service, or procedure.
This book teaches what he's learned in his work of explaining. It's basically a step-by-step guide to explaining. Check out the table of contents:
Plan
1. Learning to Run
2. What Is an Explanation
3. Why Explanations Fail
4. Planning Your Explanations
Package
5. Packaging Ideas
6. Context
7. Story
8. Connections
9. Description
10. Simplification
11. Constraints
12. Preparing for and Writing an Explanation
13. Bringing an Explanation Together
Present
14. Common Craft's Lessons Learned
15. Right Medium for the Message
16. Visuals
17. Explanation Culture and Your Life as an Explainer
It's straightforward, presenting vital ideas in the most clear and basic way. This book is highly recommended for anyone who must make something understood. If it's your job or responsibility to explain something, this is your book.
47 of 50 people found the following review helpful.
Become known as an explainer
By Arnold Wentzel
I explain for a living, so I was excited about this book. As far as I know nobody has properly tackled the 'art of explanation' as well as Lee Lefever did.
It is easy to think that the book is nothing special, because it is very easy to read (it explains well) and is really a lot of 'common sense'. But this is exactly what makes this book so good - after reading it you may think that you knew it all along! It makes most people's tacit knowledge very explicit and clear, something that all good educators do. If you are an experienced explainer you will realise why your explanations work so well and thus enable you to draw even more benefit from your experience (and avoid the accidental explanation failure). If you have always struggled with explanations, this book will most definitely give you the basic tools with which to create better explanations. And a good explanation is all that is often needed for ideas to have an impact.
What I found particularly useful was the simple continuum to think about the reach and balance of an explanation. Also useful is the idenfication and discussion of the 'stepping stones' from one side of the continuum to the other (the stepping stones being context/agreement, story/connection, description). The author uses many excellent examples to illustrate his ideas throughout (most of them can also be easily accessed via a smartphone using the QR codes in the book) and he brings everything together very well in a hypothetical case in chapter 13.
The last part of the book (pp.147-202) are about how ideas are presented and the various media. It also contains a nice summary of Dan Roam's ideas about the visual presentation of ideas.
This is a book that is easy to underestimate. The author anticipated this and provides an well-argued explanation for why we need to become better at explanation, and also explains how one could explain explanation to others. His vision is compelling - a world made up of good explainers will be a world of less ignorance; where the power of knowledge will be unleashed for the greater good.
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